Adidas has launched a new ad campaign on Snapchat which enables users to virtually try on the latest sneakers. Kind of.
As you can see from this video, the AR option lets you select a pair of shoes, which are then placed on the ground via the Snap camera. You can then merge them onto your feet to see how they look.
It's not exactly that next level of digital recognition, where it completely overlays your existing shoes, but it's a pretty good indicator, enabling you to get a better idea of what the shoes would look like on you.
The integration showcases another way in which Snap's AR tools can be used to great effect in order to help showcase products, which could be particularly relevant for fashion items. Similar AR tools are already available - Sephora, for example, has a virtual make-up tool which enables you to try on different looks, Amazon is working on a "digital mirror" to help users try on clothes, while Ikea has its 'Place' app which enables you to check out what certain furniture items might look like in your home.
Shopify, too, has a similar app, built on Apple's ARKit 2, and you can expect, in 2019, that more brands will jump onto the AR bandwagon for such purpose.
For Snapchat, the option, as noted, highlights the ways in which its AR tools can be used beyond just spewing rainbows and adding dog ears to your image. Snapchat's AR tools, which can be utilized through its Lens Studio, provide a whole range of ways in which brands can create engaging, interactive experiences. Snap further enhanced this capacity with a set of new Lens Studio tools back in October.
The Adidas campaign underlines the expanding opportunities in this regard, with a whole range of ways in which AR can be used to better connect with the app's young, and trend influential, audience.
The new Adidas Snapchat Lens will be available from today in selected regions - it will be accessible by tapping on the Adidas logo in the Lens tray.